Bored Apes has taken over musical culture. They’re rioting in Eminem and Snoop Dogg’s latest video. They have partnered with Timbaland’s record label. And they swapped positions with Kygo and Ryan Tedder on the Bored Brothers side project. But perhaps their most ambitious Web3 crossover is coming.
Kingship, Universal Music Group’s metaverse band consisting of four characters from the Bored Ape Yacht Club universe, will release the original NFT on Thursday. The collection of 5,000 NFT keycards will allow fans to step into the world of Kingship and unlock many benefits in life and digital.
“It’s not just music,” explains Celine Joshua, UMG Executive Director of Commercial Innovation and Founder of Web3 imprint 10:22pm. “It can show the power of what you can do with Web3… Kingship is a membership, a club and a brand.”
The key card is just the first step in the story of Kingship. It will usher in upcoming partnerships with major brands, as well as unique artworks and immersive digital experiences. For example, holders will have access to a virtual space in one of the four towers in the world of Kingship where the band lives. All presented meticulously, cartoon map on the band’s website. Joshua added: “Everything in that map is a clue. Over time, it will be updated to reveal brand partnerships, rewards, and additional pieces of the King of Kings story.
The genesis collection will feature four different keycards, each with traits that reflect one of the four apes in the band. Collect all four key cards and you get exclusive access to all towers in the world of Reign and exclusive perks.
Newcomers unfamiliar with cryptocurrency payments can purchase NFTs with a credit card; Kingship has partnered with NFT Devz and Moonpay so anyone can pay in dollars. Ethereum and Apecoin – the native cryptocurrency of the Bored Ape Yacht Club – are also accepted.
As for the music behind the Kingship project, that hasn’t been revealed yet, although Joshua said it involves Grammy-winning artists and musicians. They are also working with animator Jack Lanza to bring the band to life.
This ape itself belongs to Jimmy McNeils – a leading NFT collector and founder in the crypto space. He signed 4 of his Bored Ape collection (or rather, 3 Bored Ape and one Mutant Ape) to Joshua’s 10:22 pm record label and helped create the Kingship project. The band also has a manager named Noët All, another Ape owned by the label.
Perhaps NFT’s most ambitious foray into the music industry and the first fully integrated major label project, Kingship was only possible because Bored Ape owners like McNeils have the full commercial rights to their NFTs, so owners can monetize their monkeys any way they want – a unique proposition that wasn’t possible on a large scale before Web3.
While the Web3 music space is still in its infancy, Joshua thinks we will see a wave of virtual artists born on the blockchain. Comparing it to the music industry’s shift to TikTok after Little Nas X exploded onto the platform, she said, “I think it takes an artist, whether an agent or artist. Virtual artist, disruption and growth will begin.”
Kingship Early Access will open on July 14 at 9 a.m. Pacific Time. Public press conference watched on July 15, 9 a.m. Pacific Time at Website of Kingship.
https://www.billboard.com/pro/bored-ape-supergroup-kingship-nft-launch/ Bored Ape Supergroup Kingship launches first NFT collection – Billboard